With every New Year, there are new plans and strategies for self and practice’s growth. This year also, you are ought to see new healthcare and marketing developments combined with a higher competition. This makes digital marketing imperative for your practice. But, how to win the race of online marketing? According to Hubspot, “Nearly three-fourths (74%) of online consumers get frustrated by the content they receive that has nothing to cater to their interest. Since one-size-fits-all has become an outdated concept today, you need to go for personalized marketing strategy.
Benefits of personalized marketing
Let’s start with understanding the benefits of personalization. In addition to a quality experience for your patients, your practice also enjoys following advantages
Loyal patients: A personalized care motivates your patient to revisit your practice. Patients, value your treatment and care that meet their needs and go for additional services as well. Subsequently, loyal patients promote your practice among their friends and family.
Strong online reputation: With happy patients, you are likely to get numerous positive reviews for your practice. Personalization helps you request individuals for positive feedback and they won’t mind sparing a few minutes to write well about you and your practice online. But, the story does not end here, instead, you need to respond them.
Check for reviews on all reviews platforms and social media channels and whether positive or negative, respond to reviews. This will make your patients feel valued and inspired to revisit your practice.
How to personalize your marketing message?
- Email marketing
One aspect of personalized emailing is launching email campaigns segmented on the basis of gender, age, family, etc. That is
– Gender-specific: Uncheck the male email IDs when launching a health program for women.
– Age-specific: If your email campaign is focused on millennials diet or lifestyle, keep the baby boomers and the elderly out of it. Else, they might consider your email irrelevant and end up unsubscribing it.
– Family-focused: Email campaigns with general health tips, awareness programs, etc. should target the family of the reader. Next time, the reader is likely to bring his/ her family members to your practice for treatment.
Another aspect of emailing that adds personalization is
Take the first step to protect your online reputation and request your Online Reputation Assessment.
– Try sending emails from your name instead of your practice’s name. This adds a value to the reader on being addressed by a human and not a brand.
– The mail should start with the recipient’s name such as “Dear (Patient name)”, “Hi (Patient name), and so on. This will motivate the receiver to read the email and won’t appear as a machine generated message.
- Social media marketing
You are very well aware of the popularity of social media sites and the growing number of people joining them. These platforms have become information forums where people discuss anything and everything with a large crowd. So, manage your social media profiles actively. Respond to your patients in a personalized manner. Monitor their activities regularly and design content that matches the needs of your target audience.
- Multichannel Marketing
Personalization needs to be accessed via all marketing channels to attract patients of all age groups. From mobile phones to newspapers, you need to get the attention of all your target audience. Where millennials are internet savvy, elderly people can be reached through TV ads and newspapers. Select the channel judiciously according to the age group of your patient.
In addition to the age, patient’s location is also an important consideration. Check your analytics and accordingly plan your activities. You can launch TV ads on local channels or get your articles published in the local newspaper to acquire local patients.
You can also make use of pay-per-click ads and remarket to capture more patients focusing their needs. This way an individual will find your service ads informative for himself and his acquaintance and will approach you immediately.
Wish your existing patients and new ones on occasions or life events such as birthdays or anniversaries for a delightful surprise. This will forge a personal connection with them. See you so considerate, you are likely to build a long-term relationship with many of your patients. These messages can be posted on social media accounts or sent in form of emails and text messages to people.
The story does not end here. Organize surveys, informal discussions, and seminars to gather feedback of your existing patients after their treatment. In addition to taking the feedback, you can enhance their knowledge of a treatment or ailment.
Lastly, what matters the most is an amazing user experience a patient gets on visiting your practice. To make your practice grow really big this year, personalize your services and get your patients revisit you in times of any health emergencies.